Annual Report 2019

Customer Relationship Management AirAsia as a customer-centric business has consistently opted for achieving positive relationships. We believe that customer confidence and trust in us can be built by investing time and adopting an approach to retain existing and attract potential customers. These could include initiatives to increase the understanding of customer requirements and elevating customer satisfaction through online assistance channels and enhanced data protection. Our Customer Happiness department is responsible for overseeing matters related to customer welfare. To further improve the efficiency of our customer service, the team deploys a Salesforce Sales Cloud, Service Cloud, Marketing Cloud and Community Cloud. This creates faster and more personalised services for customers. Our efforts in delivering the best experience to customers have won us the following awards and recognition. This is in-line with our commitment in providing “affordable travel and guest-obsessed service”, based on a survey of over 21.6 million passengers of 100 nationalities across 300 airlines between September 2018 and May 2019. Awards/Recognition Description Asia’s Leading Low-Cost Airline & Asia’s Leading Low- Cost Airline Cabin Crew 2019 AirAsia continued its winning streak, taking out top honours at the World Travel Awards Asia and Oceania 2019 for the seventh year in a row World’s Best Low-Cost Airline at the Skytrax World Airline Awards 2019 & World’s Best Low-Cost Airline Premium Cabin Award AirAsia won this award for our premium flatbed on widebody long- haul AirAsia X aircraft. This was based on a survey of over 21.6 million passengers of 100 nationalities and over 300 airlines World’s Best Low-Cost Airline AirAsia bagged the award for the 11 th consecutive year at the Skytrax World Airline Awards 2019 Top Airline by Absolute Passenger Growth (Southeast Asia) At Singapore’s Changi Airline Awards 2019, as a result of 4.1% increase in passengers carried to and from Singapore in 2018 Ensures Affordable Travelling for All Committed to ensuring that air travel remains affordable for all, AirAsia launched a petition to protest the increase in passenger service charge (“PSC”) for passengers travelling beyond ASEAN from RM 50 to RM 73 per person. The petition collected over 26,000 signatures, indicating that high PSC is an unfair burden on customers. The petition was a success where the Malaysian Minister of Transport agreed to reduce PSC to RM 50 per person, effective 1 st October 2019. Breaches of Customer Privacy AirAsia Group and AirAsia X were fined RM 200,000 each by the Malaysian Aviation Commission (“MavCom”) for charging banking processing fees separately from the base fares, without informing customers. This occured from 1 st of June 2019 to 9 th August 2019 contravening subparagraph 3(2) of the Malaysian Aviation Consumer Protection Code 2016 (“MACPC”), which requires full disclosure of the final price of the airfare. Pertaining to this, the Group take the non- compliance case seriously and have updated our customer privacy protection policy to mitigate any potential breaches in the future. Feedback from our customers are a prerequisite to evaluating our existing products and services, subsequently enabling us to perform appropriate enhancements to suit customer needs. Customers can provide feedback regarding their experience travelling with AirAsia through our pre-trip and post-trip online surveys. This data is fed into the Net Promoter Score (“NPS”) for analysis, reporting and enhancement purposes. Over the years, our NPS score has seen continuous improvement. We target to reach 50 points next year by unceasingly providing our customers with the best experience. 0 5 10 15 20 25 30 35 40 FY2017 FY2018 FY2019 17 31 38 Net Promote Score (”NPS”) ECONOMIC 134 MORE THAN JUST AN AIRLINE > SUSTAINABILITY STATEMENT (CONT’D)